This activity $is$ important because the package and label are often the customer$s$ first exposure $to$ a product. Marketing managers must design packaging and labeling that provide benefits for retailers and ultimate consumers. Successful executions $of$ packaging and labeling can become a competitive advantage for manufacturers.

The goal $of$ this activity $isto$ demonstrate your understanding $of$ the benefits that labeling and packaging can provide $to$ manufacturers, retailers, and consumers.

Match each example $of$ product packaging with its appropriate descriptor.

Communication benefits Functional benefits Health, safety, and security issues Environmental concerns Perceptual benefits Cost reduction Connecting with customers

Match each $of$ the options above $to$ the items below.

Nutritional info$-$Oreo Cookies has included the calories, grams $of$ fat, and grams $of$ trans fat $on$ all $of$ its cookie packages.

$No$ answer

Nespresso capsule$-$Nespresso makes its coffees and espressos $in$ convenient single$-$serving capsules $to$ meet the demand from consumers.

$No$ answer

Vertical packaging$-$Crest's Vivid White toothpaste uses a vertical packaging format $to$ help position the product $as$ a beauty care product.

$No$ answer

"Cold$-$activated" beer$-$Miller$-$Coors added customer value $by$ updating the packaging label for Coors Light beer $tobe$ "cold$-$activated" and turn a blue color when the can $or$ bottle $is$ cold.

$No$ answer

Aluminum can$-$New Belgium Brewery decided $to$ offer its premium Fat Tire microbrew $in$ a can because aluminum $is$ more likely $tobe$ recycled than glass.

$No$ answer

Tetra pack juice boxes$-$Ocean Spray first used tetra pack juice boxes because its product could $be$ stored $at$ room temperature for $upto$ one year.

$No$ answer

Compressed insulation$-$Johns Manville compressed its fiberglass insulation, sold $at$ Lowe's and Home Depot, $to$ reduce the packaging materials and shipping charges $to$ the stores.